Melissa Archpru Akaka

Take a closer look at four brands that have reinvented themselves and become sensations for a new generation of purchasers.

The Fab Four is as popular as ever today. How did it happen? And how are other groups replicating that success?

Tucked away on the main floor of the Daniels College of Business building, an innovative research center studies the sometimes puzzling, sometimes predictable behavior of consumers ...

Ask Deborah Finestone (MS 2017) anything about marketing—then sit back and enjoy the ride. As she talks about her profession, it’s like watching a rose bloom. Proof that she ha ...

Editor’s Note: Associate Professor of Marketing Melissa Akaka wrote the following blog as a follow-up to her Arts Marketing Coffee Chat, “Research & Data: What Do You Need? ...

Engineering assignments may not be easy, but in Maxwell Smith’s experience, they typically have been clear-cut. Last year, for example, he was tasked with designing a robot that ...

For a lot of college students working summer jobs and internships, their education helps them make sense of their work. It was the other way around for Melissa Akaka, an associate ...

Making decisions is as common as breathing—we do it daily. Yet, decision making never seems to get easier. And in a pandemic, it’s harder. Work and personal decisions—even on ...

Business owners have to make all sorts of decisions that could greatly improve or greatly deteriorate the customer experience. But, what if you had a resource that could give you i ...

Despite our enduring fascination with the lifestyles of the one percent, it’s well documented that we—as consumers—value experiences over things. However, when managers study ...